The long-term impact of promotion and advertising on consumer brand choice
By: Carl F. Mela, Sunil Gupta, Donald R. Lehmann
Contributors: Gupta, Sunil; Lehmann, Donald R.; Marketing Science Institute
Series: Report -- no. 96-127; Report (Marketing Science Institute) -- no. 96-127
Publisher: Marketing Science Institute
Published: 1996
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 33
Copyright date: 1996
Subjects: Consumers' preferences; Consumer behavior; Brand choice
Notes: "Working paper."

"December 1996."

Includes bibliographical references (p. 31-33)